The people are, software and hardware triad: a strategy to

This paper reports the case of a creativity laboratory ‐ CriaLab ‐ dedicated to develop creative autonomy and creative confidence in people. CriaLab is the result of an innovation strategy between PUCRS and HP, one of the companies installed at PUCRS’ Science and Technology Park, TECNOPUC.This strategy's main advantage is the funding and the promotion of a place outside the official company's site (but inside Tecnopuc) made to flourish: a place for collaboration and connection. We present the view of a relationship network between STPs stakeholders aimed to nourish the laboratory and the founder company, as well as a framework for creativity labs in STPs that considers peopleware, software and hardware as assets.